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Brand Behaviour Management
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Learning Objectives
The Manager and Trainer should work towards achieving the below learning objectives during the on-top training & practice-on-shift culminating in a passed validation.
Learning Objectives: Lead by example, and follow up on Juicer's behaviour in accordance with our Brand Behaivour principles on daily basis
1. Lead by Example → Show up with energy, respect, and top-tier behaviour—your actions set the standard!
2. Follow Up on Juicer Performance → Observe, guide, and keep guest interactions sharp all shift long. Feedback = growth!
3. Utilize the Brand Behaviour Guide → Use structured coaching to fine-tune guest experience—no guesswork, only practical results!
4. Encourage Authenticity Within Guidelines → Be real, be engaging—but always within brand standards. Personal touch + consistency = Brand Behaviour!
5. Reinforce Positive Behaviour → Celebrate great experiences, correct small slips immediately. Keep the standards high, every shift!
Validation Checklist
Find your markets Validation Checklist here
Introduction
Brand Behaviour is our fundamental tool to deliver a great guest experience to every guest. The Manager has been chosen for a reason; because they were a good performing Juicer which includes great practical Brand Behaviour in the store. At this stage, it’s not only enough for the Manager to perform the Brand Behaviour principles themselves. They need to manage the daily team and follow up on their behaviour towards our guests. While the Manager must “show the way”, and ensure all guests receive an amazing guest experience through “Lead by Example” the key tool for the Manager is to follow up on the team’s daily performance within Brand Behaviour.
How to follow up on Brand Behaviour
As taught in the Juicer training, Brand Behaviour has no perfect recipe. We believe that the best behavioural outcome is achieved when the Juicers are being themselves! However, we must remember that we’re running a business that is solely based on the experience we offer our guests. This means that we still have some guidelines for how a Juicer should behave when interacting with the guest.
In the sheet below, all the basic principles are listed up in the correct sequence of a guest visit. This sheet can be used to follow up on the Juicer’s behaviour. The two roles in the bar that will naturally have most contact with the guests are the Till Captain and the Send Out Captain, however, most Juicers will have some sort of contact with the guest even though you are making sandwiches - everyone can perform Brand Behaviour!
Use the below sheet as guidance in what to look for when following up on the team’s daily Brand Behaviour. On the second page, there is a short explanation of why the principle is important for the guest experience. These bullet pointers can be used to explain the Juicer the importance of performing the principles.
Below the sheet, there is a print out version of the 2-pager. Print it out and use it on a daily basis in the store, whether you actively show the page or just follow up on the team’s behaviour orally in your own way. The most important thing is to inspire the Juicers to be the best version of themselves performing the principles by following up when something perhaps could have been done differently. It is then equally as important to acknowledge good behaviour orally to the team, every time! Good behaviour fosters good behaviour! If we don’t react when a Juicer for example isn’t saying “Welcome” to a guest, we are silently accepting that these will be the standards in the store.
Practical Principles
Why - Explanations
Guest Journey
What are the basics of creating a great guest experience?
Introduction
The guest journey is all the different stages of a typical guest visit where you have the opportunity to perform Brand Behaviour and deliver a great guest experience.
We offer super honest products to be proud of, but we need you to deliver the actual experience for the guest, which ultimately makes them return.
When you have the skills and the confidence to work in the bar, it is time to make the guest feel invited to the unique experience of visiting a Joe & The Juice store. Instead of thinking ‘you work in a cafe where customers enter’ your aim is to make everyone want to return after visiting you.
Before the guest journey begins, always ensure the basics are in order by having a clean and presentable store.
The Guest Journey - Brand Behaviour Stages
All the above stages listed are the common scenarios our guests go through when visiting Joe. Keeping these stages in mind will help you understand the guest perspective and guide you in how to deliver great guest experiences.
Practice learnings objectives: On-shift
Learning objectives in practice:
Monitor & Utilize KPI Reports → Track performance daily—adjust strategies based on the numbers to stay on target.
Support the Till Captain → Empower them to optimize sales, offering guidance and support to hit every target.
Drive Team Engagement → Share targets, motivate actions that align with KPIs, and create an environment of collective achievement.
Create a Motivational Culture → Use healthy competition, rewards, and feedback to keep energy high and performance sharp.
Implement Strategic Follow-Ups → Check progress often, provide real-time support, and evaluate performance to stay on track.
Master the Daily Performance Cycle → Align training and team actions with key times of day—maximize performance at every stage.
Following exercises must be carried out as part of the training:
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How to videos
Cleaning Tasks
Clean Seating and Tables
Clean Trash Bins in Customer Area
Deep Clean Centrifuge
Clean Bar Bins
Clean Bar Lamps + Speakers
Clean Cleaning Tools
Clean Drains
Clean Floor Panels
Clean Ice Machine
Clean Menu
Clean Toilets
Clean Walls and Pictures
Clean Fridges
Deep Clean Stockroom + Fridges
Clean Bar Front
Clean Bar Filters
Clean Dishwasher
Clean Sinks
Clean Centrifuge Cave
Deep Clean Mazzer
Deep Clean Mythos
Deep Clean GB5
Clean Blender
Clean Centrifuge
How to handle Cleaning Detergents
Dishwasher Detergent
Cafiza
Multipurpose
Clean Seating and Tables
Clean Trash Bins in Customer Area
Deep Clean Centrifuge
Clean Bar Bins
Clean Bar Lamps + Speakers
Clean Cleaning Tools
Clean Drains
Clean Floor Panels
Clean Ice Machine
Clean Menu
Clean Toilets
Clean Walls and Pictures
Clean Fridges
Deep Clean Stockroom + Fridges
Clean Bar Front
Clean Bar Filters
Clean Dishwasher
Clean Sinks
Clean Centrifuge Cave
Deep Clean Mazzer
Deep Clean Mythos
Deep Clean GB5
Clean Blender
Clean Centrifuge
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